The Thums Up case study : A legacy of resilience in India’s Cola wars

Thums Up's India story is about national identity, resilience, and authenticity. Launched to fill a void left by Coca-Cola, it built its own iconic place in Indian culture. Despite being acquired by Coca-Cola, Thums Up held its ground—proving that homegrown brands can beat global giants by staying true to their DNA. With its thunderous taste and bold attitude, Thums Up remains a symbol of India's taste for strength